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Local law firm undergoes major rebranding
SHERRY KARABIN
Legal News Reporter
Published: June 9, 2016
Since the late ‘90s, Fisher & Phillips has undergone substantial growth and internal changes, now the management-side labor and employment law firm has done some external rebranding, dropping the ampersand from its name and creating a new logo, tagline, website and URL.
The law firm was rebranded as Fisher Phillips on May 21 at the all-attorney retreat in Hollywood, California.
“We are looking to send a message that we are a forward-looking firm,” said chairman and managing partner Roger Quillen. “A lot of our clients had been calling us Fisher Phillips anyway so we decided to make it official.
“If you look at the legal industry as a whole, the use of the ampersand is almost completely passé and is a real ‘old-school’ symbol,” said Quillen. “We are looking to drop all vestiges of the past and connote in every way possible our ability to tackle the challenges of the future.”
While the firm will go by Fisher Phillips, Quillen said its legal name has not changed and remains Fisher & Phillips LLP.
Founded by I. Walter “Ike” Fisher in 1943 in Atlanta, Quillen said the legal organization took on the name of Fisher & Phillips in the late ‘40s when Erle Phillips joined the firm.
“We have not changed the name since then,” said Quillen.
As part of the rebranding, the firm has created a new website. It has also replaced its previous URL laborlawyers.com with fisherphillips.com.
“When we began using laborlawyers.com in the ‘90s, the term had a much broader meaning,” said Quillen. “Now when one hears the term, it is associated with union management relations, which does not come close to the many areas in which we have expertise.
“Today our attorneys focus on a wide variety of workplace-related issues, including employee defection and trade secrets, safety and health, immigration and what’s known as the gig economy. This term reflects the shift from a career-focused approach to the rise of independent contractors and temps whose focus is more on tasks as demonstrated by Uber for instance.”
Fisher Phillips has not only added many different practice groups, Quillen said it has also expanded geographically.
“In 1999, we had five offices, now we have offices in 32 cities across the country, including Cleveland and Columbus, and we have about 350 attorneys.”
Quillen said to further drive home the message that the firm is up to today’s challenges there is now a brand new red logo with big lettering.
“The old logo was a conservative blue color against a cream background with a Serif font,” said Quillen. “Our new logo reflects the bolder and stronger firm that we have become since it really pops off the page.”
Finally, Fisher Phillips has come up with a new tagline, “On the Front Lines of Workplace Law,” which takes the place of the firm’s former tagline “Solutions at Work.”
“When our tagline was first registered in 1999, we were one of the first firms to use the word solutions,” said Quillen. “The term is no longer unique so it was time to drop it and move on to a tagline that lets clients know we are on the cutting edge of workplace law.
“Fisher Phillips serves some of the most sophisticated buyers of legal services in our field and we have some of the most talented labor and employment attorneys in the country,” said Quillen.
“It was time that all aspects of our brand, including our tagline, reflect our abilities.”